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Old Spice: Paper Blazer by Wieden+Kennedy

Client: Old Spice
Date: Mar 2018
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Old Spice’s ads are both bizarre and wickedly charming, cutting edge and occasionally out of left field. The brand continues to push creative limits in its latest print ad – a scented paper blazer meant to make any man stylish and smelling good.

It’s a print ad experience like no other, with the scented, paper blazer insert placed in this month's issue of GQ. When a reader opens the scent strip of the ad they will smell the “luxurious smells of Old Spice Captain,” and they'll also be able to wear them and even flaunt them if they put on the full sized disposable paper blazer, scented with Old Spice Captain.


Client: Old Spice

Agency: Wieden+Kennedy

Creative Director: Ashley Davis-Marshall, Matt Sorrell

Copywriter: Andy Laugenour

Art Director: Robbie Rane

Media: Cherish Lee, Melissa Meier

Account: Ghada Soufan, Katie Schaller

Fabrication: Ellen Osborn

Studio: Ken Berg, Patrick Cahalan

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